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Bahia Before Bertrand

Bahia Before Bertrand

In the early 1990s, Salvador began to clean up and restore its historical center Pelourinho. My grandson and partner-in-crime for this series was there last year on his honeymoon, and found it a bit too touristy. But back when I was there as the restoration began, it was nothing more and nothing less than one of the shining jewels of the Brazilian state of Bahia.

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Society

How Gen Z Is Breaking Europe's Eternal Alcohol Habit

Young people across Europe are drinking less, which is driving a boom in non-alcoholic alternatives, and the emergence of new, more complex markets.

photo of a beer half full on a bar

German beer, half-full?

Katarzyna Skiba

Updated Dec. 6, 2023 at 10:00 a.m.

PARIS — From Irish whisky to French wine to German beer, Europe has long been known for alcohol consumption. Of the top 10 countries for drinking, nine are in the European Union, according to the World Health Organization.

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But that may be starting to change, especially among Gen Z Europeans, who are increasingly drinking less or opting out entirely, out of concern for their health or problematic alcohol use. A recent French study found the proportion of 17-year-olds who have never consumed alcohol has multiplied, from less than 5% to nearly 20% over the past two decades.

The alcohol-free trend is propping up new markets for low- or zero-alcoholic beverages, including in one of Europe’s beer capitals: Germany.

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